This is a Category Management Training Course of 2+1 'classroom days', over 6 months, with support between training days, designed to make the learning stick using our unique training method Sticky Learning. The programme is underpinned with our exceptional Category Management Scorecard, that allows Learners to assess 'where they are' and 'what great looks like'.

1. Category Management – Training Course Outline
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• The demands on suppliers has never been greater to
understand the category, the shopper, analyse a lot of
data, identify opportunities, and land those opportunities
at a fast pace. This is the only CPD accredited Category
Management training course. It has helped many suppliers
to identify more opportunities, and land more
opportunities.
• This is 2+1 'classroom days', 6 months apart, with support
between training days. Designed to make the learning stick
using our unique training method Sticky Learning and our
ROI guarantee.
• Built and refined over a decade, this unique training course
is designed to meet the specific and challenging demands
of sales & marketing teams of suppliers to the big four UK
supermarkets. It will improve the way Learners identify
opportunities within their category, and increase their
ability to gain buy-in from buyers to accept & implement
their recommendations. In short, increase category sales.

2. Learning Goals for Category Management Training
• To be able to identify where the Learner is on the
MBM Category Management Competency
Framework, identify their target level, and have a
plan to achieve it.
• To learn new tools and techniques for interrogating
data that can be put into practice immediately at the
workplace to increase sales and profit.
• For Learners to be able to use new tools that identify
opportunities in their category and be able to ‘sell’
into the major supermarkets.
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Category Management – Training Course Outline

3. Learning Objectives
By the end of this course the Learner will be able to:
• Identify their current category competency framework level and what is required to
move up the levels.
• Identify more ways to interpret quantitative and qualitative data in order to identify
more opportunities that drive category growth.
• Communicate thoroughly the key principles of current Category Management.
• Demonstrate new language that improves their Category Management credibility.
• Better understand the shopper, the preparer and the eater, to ensure they are at the
heart of their decisions.
• Understand how to better implement opportunities that have measurable benefits for
the shopper, the supermarket, and their business.
Unsure if you need Category Management? Download our Category Management Competency
Framework to identify your current level of Category Management skill.
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Category Management – Training Course Outline

4. Topics Covered
These 3 days, 6 months apart (2+1), will help the Learner to be the first supplier called by the supermarket when
the buyer needs to increase sales, gain category insights, or understand the shopper better.
This training course will quickly and easily help the Learner to expertly understand a category, identify
opportunities, and show how to successfully land those opportunities with their supermarkets. The main topics
are:
• Refresh on ‘Learning To Learn’.
• Definition of Category Management (What is Category Management?)
• History of Category Management.
• Defining a category.
• Category roles.
• Category planning.
• Category Management process.
• Category Management Competency Framework.
• Using qualitative and quantitative tools for category management analysis.
• Shopper, preparer, and eater profiles.
• Identifying opportunities, selling, and implementing those opportunities.
• Advanced Category Management analytics.
For top tips read our Category Management Blog, e.g. 'What is Category Management and How to Bake a Better
Pie'.
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Category Management – Training Course Outline

5. Ideal Learners
For Category Managers, Category Analysts, Account Managers, Account Executives, Category
Marketers, and NPD Managers. We will soon be launching a 'Category Management Association' to
create a forum for discussion. Plus, for members to be able to set a benchmark in the UK for
Category Managers for what great looks like in the UK Grocery Industry.
Category Management Course - Testimonials
"Following my attendance of the Category Management course I picked up valuable skills and
techniques that I have been able to put into practise within my category teams. It has really
strengthened my credentials and we are starting to see some real results. The courses are relaxed,
informative, modern in delivery, whilst at the same time challenging. I’d recommend them if you are
looking for personal development needs for individuals or your teams and looking to engage and
challenge your categories, you won’t be disappointed."
Carrie Smith, Customer Marketing Manager, Continental Fine Foods.
For more testimonials visit written testimonials or video testimonials.
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Category Management – Training Course Outline

6. Making the Learning Stick
• Hopefully the term ‘Sticky Learning’ has intrigued you, whilst
you probably guessed a sense of what it is about.
• In short Sticky Learning is our own unique method that we have
developed to help Learners Realise more of what they have
learnt, be able to Recall more of what they have learnt, and
Retain more of what they have learnt. In 2016 we further
upgraded this unique training method to include habits
formation as a big part of helping Learners to use more of what
they have learnt.
• This is good for our clients because it means that the money
they spend with us is better invested than with other training
providers because the learning is used for longer.
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Category Management – Training Course Outline

7. The Training Course Duration
At MBM we no longer offer 1 day courses due to their limited effect.
Our Sticky Learning® unique training method enables Learners to learn more, learn more quickly,
and learn more easily. Sticky Learning is a key part of the 6 month training course consisting of pre-
work, Learning To Learn 1/2 day training course, a Foundation 1 day training course, and an
Advanced 1 day training course (6 months after the Foundation training course).
In between the Foundation training course and the Advanced training course, the Learner will be
challenged to complete 'Sticky Pieces', which appeals to the 70:20:10 learning model. These are
desk based activities that help the Learner to change their behaviour long term by identifying a
habit that they wish to adopt to embed the new skill.
The Learner is also given:
• Access to our skill specific and learning objective specific 'Knowledge Vault'.
• Email and telephone support throughout the 6 month training course.
• An option to bolt on 'Individual Coaching' to support the Learner further.
• An option to bolt on a 1/2 day 'Annual Refresh' to further enhance the learning in the future.
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Category Management – Training Course Outline

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Category Management – Training Course Outline
Training World Class Tutors
Your tutors for the Category Management Academy training course are
Andy Palmer and Darren A. Smith. They have combined careers of over
45 years.
Andy has spent almost equal time between a UK big four supermarket,
a supplier to the UK big four supermarkets and his time with MBM.
Darren’s is a game of two halves; 12 years as a Category Manager at
one of the big four UK supermarkets and then 12 years managing, as
the founder of Making Business Matter.
They both ensure a relaxed, experienced and fun training environment
where learners are challenged & encouraged.

9. Learners Per Training Course
• 8 to 12 Learners because this drives enough discussion between the
Learners to explore the skill well, whilst not too many that any one
Learner gets 'lost' in the debate.
Costs for this Category Management Training Course
• £175 per Learner per day.
• The total cost for up to 12 Learners for the training course of 3 days,
including Sticky Pieces, and the 5 level evaluation 'Chain of Evidence', is
£6,300, plus vat.
• Either held on-site at the client's premises, or an off-site venue can
booked and charged back to the client.
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Category Management – Training Course Outline

10. Measuring Return on Investment
There are many evaluation methods for training, each trying to find the holy grail
of return on investment. We use Donald Kirkpatrick’s four level training evaluation
model as a base because it has stood the test of time, since 1953.
– Level 1: Reaction: How did the learners react to the training?
– Level 2: Learning: How much learning did the learners get?
– Level 3: Behaviour: How much have the learners used the learning?
– Level 4: Results: How much effect did the learner's learning have on performance? Few
training providers measure the return on investment beyond the level 1 reaction.
Few training providers measure the return on investment beyond the level 1
reaction. We have added one further level:
– Level 5: Sponsor: How much did we achieve the sponsors objectives?
Read more about our 5 level evaluation tool and see an example report - 'Chain of
Evidence'.
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Category Management – Training Course Outline

11. Learning Needs to be Intriguing
To this end of 'Learning needs to be intriguing' we name each one
of our training courses after a relevant film and we'll make
reference to this on the course.
For our Category Management training course we chose 'The
Matrix' because the linkage is about cutting through the code, the
data and gaining clarity on what is real and important.
The film is from 1999, starring Keanu Reeves and Laurence
Fishburne a classic bit of sci-fi. It’s about becoming Neo and finding
the truth!
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Category Management – Training Course Outline

12. What do we do?
A typical People Development programme with a supplier to the big
four UK supermarkets consists of a combination of the items that helps
suppliers to achieve their business objectives.
Try our popular
Category Management Academy

13. Where next?
• Say ‘No’ to one day training courses.
• Start 'small' with a 1/2 day Masterclass for up to 12 people
- There are 5 to choose from for only £750+vat.
• Category Management Training Course.
• Making Business Matter,
Sticky Learning House
5 Cheshire Road
Thame,
OXFORDSHIRE,
OX9 3LQ
• Telephone: 0333 247 2012
• Email: helpme@makingbusinessmatter.co.uk
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